Clooney and Snowden to star in Martini UK TV campaign

LONDON - George Clooney is set to star in his first TV campaign in the UK for Martini as part of a £2.5m marketing push for the brand alongside girlfriend Lisa Snowdon.

The TV ad, which co-stars Clooney's girlfriend and model Snowden, marks a return for the brand to UK television advertising after a seven-year break.

Clooney has already starred in three ads for Martini but these -- to promote Martini sparkling wines -- were only seen by Italian viewers.

It is hoped that this latest push, called "wishes", will emulate the success of previous campaigns, such as the classic 1970s TV ads with Joan Collins and Leonard Rossiter.

This latest creative involves Clooney trying to get into a glamorous party but being turned away by Snowden at the door for not bringing any of the drink. The voiceover then says "OK, you're allowed two little wishes" as Clooney returns with a bottle, but Snowden once again shuts the door in his face but not before taking the bottle from him. The ad ends with the strapline, "What would you wish for?".

The TV advertising has been created by Armando Testa, Martini's agency in Italy since 1995 for its sparkling wines, and will run on ITV, Channel 4, Five as well as on E4 and Sky One. It will premiere during 'Coronation Street' on November 29. Media buying has been handled by Universal McCann

Martini vermouth marketing manager Caroline Herbert said: "We're very excited about George Clooney fronting our new TV ad campaign. He's the ultimate Martini man and is adored by our target audience of 25- to 55-year-old women."

The pairing of Clooney and Snowden for this UK campaign sees the celebrity couple reunited in a Martini ad -- the couple first met on the set of one of Armando Tester's earlier commercials for the brand in Italy.

The Italian series of ads -- to promote Martini's sparkling wine range -- developed the theme of Clooney being turned away from parities for not bringing the drink.

In the third in the series, released last November, he finally gained entry to a party to turn the tables and leave with all the drink, using the line "No Martini, no party".


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